Behind the Scenes: The Making of the Pepe Jeans Campaign Headlined by Dua Lipa
By now, most of you have seen Pepe Jeans Spring/Summer 2019 campaign starring Dua Lipa. As announced last month, Pepe Jeans, the legendary British denim brand has forged a partnership with current music darling Dua Lipa.
One of the most successful musical artists and style icons of her generation, Dua Lipa followed the footsteps of fashion icons and Hollywood stars before her with her new role as the star of Spring/Summer 2019 campaign for Pepe Jeans, photographed by David Sims.
The campaign itself is a celebration of the heritage of Pepe Jeans, which was one of the first British brands to bring a distinct fashion perspective to the world of denim in 1973.
Fresh-faced and effortlessly poised, Dua Lipa is photographed in black and white wearing a range of classic denim pieces. An emphasis on strength, natural beauty and the timeless appeal of denim takes precedent in both the campaign and the collection itself.
At 23, Dua Lipa has taken the music world by storm and become a fashion icon for her millions of fans. After releasing her self-titled debut album ‘Dua Lipa’ in 2017, she made history when nominated for five categories at the 2018 Brit Awards – the first female to receive so many nominations.
She was awarded ‘Best British Female Solo Artist’ and ‘Best British Breakthrough Act’. For the last two years, Dua Lipa has also been the most streamed female artist in the world. She continues to break records — the music video for her hit single ‘New Rules, her anthem for female empowerment, gained more than a billion views on YouTube, making her the youngest female artist to hit this target.
‘One Kiss’ Dua’s collaboration with Calvin Harris became the biggest selling single of 2018 in the UK and she has sold over 40 million singles and over 3.4 million albums worldwide. And the awards keep coming with Dua winning two Grammys for “Best New Artist” and “Best Dance Recording” with Silk City for their massive hit “Electricity” at the 61st Annual Grammy Awards and another Brit Award for “Best British Single” for “One Kiss”, her track with Calvin Harris at the 2019 Brits Awards.
Dua Lipa and Pepe Jeans are a perfect fit in more ways than one. Both were born in London and have become symbols of idiosyncratic British style. Long before joining Pepe Jeans, Dua Lipa was a fan of the brand’s advertising campaigns as a teenager.
The inaugural campaign is photographed by David Sims, the British photographer who began his career photographing musical icons including David Bowie, Nirvana, Bjork and Courtney Love and has since shaped the imagery of titles including Vogue, The Face and i-D.
Sims previously photographed Daria Werbowy and Ashton Kutcher for a Pepe Jeans campaign in 2005, joining an illustrious list of photographers who have worked for the brand, including Steven Meisel, Bruce Weber, Steven Klein and Mario Sorrenti.
The London-based photographer’s modern vision of beauty and style made him the perfect choice for working with Dua Lipa and Pepe Jeans is pleased to continue its collaboration with Sims.
Now on its 45th year, Pepe Jeans London was born in the iconic Portobello Road in 1973. Today, the brand remains devoted to its initial mantra and its pledge to create the most exciting denim-led fashion on the planet.
The diversity and unique eclecticism, the extraordinary melting pot and mix of cultures that defines the city of London also defines Pepe Jeans personality and keeps on being the constant inspiration for the brand´s denim, women, men and junior collections.
Music, Culture, fashion, London and denim, that is what Pepe Jeans is all about.